When you are first launching a brand on the online food ordering platforms, marketing is EVERYTHING. If customers don’t know your brand exists, they can’t order from you. We have compiled some digital marketing best practices, contacts, and links below.
General Best Practices
- Test small then scale up what works: it often takes a couple of revisions to find the right ad campaign; allocate small budgets to find out what works; increase budget for the campaigns that work
- It may take time to build a brand: customers may need several brand impressions before they are willing to act, most customers don’t act the first time they are exposed to a brand
- Think cost per conversion, not cost per click or mailer: for example; you may pay $3 for a click on Google and $1 for a click on Facebook, but if 10% of Google customers vs. 1% of Facebook customers convert then Google is actually the cheaper acquisition channel
- Who should you target?
- Only serve ads to customers in your delivery radius (e.g., within 5 miles of your address)
- Target your audience based on age, income levels, and any other relevant demographic; mimic the profile of your current customer
- Visuals
- Mouth watering picture: take a professional photo and style the food in a pleasing way; make your food standout; slow-motion video can also be helpful
- Copy: write clear, concise messaging to make your value proposition pop
- Hook them with a compelling offer: give customers an exciting offer, try putting time pressure on the customer to act
- Measure: track the effectiveness of different ad campaigns; how much did it cost to get a new customer (total spend / total new customers)
- Test test test: try different visuals, messaging, copy, offers, customers segments with small budgets; allocate more money to the combinations producing the best results
Channels
- Google Ads
- Physical Mailers
Comments
0 comments
Please sign in to leave a comment.